Kristen Wiig Revives Iconic ‘Target Lady’ Character From ‘Saturday Night Live’ in New Target Commercials for Circle Rewards Campaign


One of Kristen Wiig’s fan favorite “Saturday Night Live” characters, the Target Lady, is back thanks to the big-box retailer’s latest campaign.

Wiig fronts three new commercials in her trademark bowl cut and comically high-waisted jeans as she prepares to help customers save more using the new Target Circle rewards program.

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Kristen Wiig stars in Target’s new ad campaign.

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In one advertisement, Wiig’s Target Lady hops out of bed and throws open her closet, which naturally, only consists of red Target vests.

Airing across television, social media and digital platforms, each spot was written by former “SNL” staffer James Anderson and directed by Tom Kuntz in collaboration with Wiig.

The campaign also coincides with Wiig’s return to “SNL,” which she’ll host on Saturday.

Kristen Wiig stars in Target's new ad campaign, commercials, Saturday Night Live, target lady costume, bowl haircut, snl character, red vest

Kristen Wiig stars in Target’s new ad campaign.

“Target Lady is incredibly special to me because it’s one of the characters I created at The Groundlings and ended up on ‘SNL.’ She loves Target. I mean, who doesn’t?” Wiig said in a statement. “It was so fun to bring her back after all this time, and we had so much fun imagining the world Target Lady sees inside the store today.”

Wiig’s new ads also promote Target Circle Week, which runs from Sunday to April 13. Members of the rewards program receive 40 percent off hundreds of seasonal items and a 10 percent off Target gift cards deal.

“We’ve spent a lot of time talking with guests about what they love about Target Circle, and we can’t wait for members to experience even more ease, savings and personal touches every time they shop,” Cara Sylvester, executive vice president and chief guest experience officer of Target, said in a statement. “We’re thrilled to launch Target Circle’s next chapter with Kristen Wiig as the Target Lady during Target Circle Week, and, since there’s no cost to join, all guests can save even more with their personalized deals.”

Wiig was a cast member on “SNL” from 2005 to 2012, with the first Target Lady sketch airing in 2010.

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